THE INFLUENCE OF PRODUCT QUALITY AND PRICE ON THE PURCHASE DECISION OF HONDA BEAT MOTORCYCLES
Abstrak
The type of research used in this research is quantitative. The population in this study are all consumers who use Honda Beat Motors on purchasing decisions for Honda Beat Motors. The sample in this study amounted to 67 people. Sampling used non-probability sampling, with the type of accidental sampling method. The data collection technique used a questionnaire with a Likert scale, each of which has been tested and has met the validity and reliability requirements. The data analysis technique used in this research is multiple linear regression. The results of multiple linear regression analysis show that the variable quality and price of Motor Bear simultaneously have a positive influence on consumer purchasing decisions at Dealer Honda Bintang Motor Bekasi. This can be proven from the F-count 15.167 > 3.24 with a significance value (sig) of 0.002 < 0.05 (a = 5%). Based on the results of the t- test (Partial Test) not all variables have a positive and significant effect on consumer purchasing decisions at Dealer Honda Bintang Motor Bekasi. This can be proven by the t-count value of the quality variable of 3.930 > 1.999 and the significance value (sig) is 0.000 < 0.05 (a = 5%) and the t-count value of the product price variable is -1.245 < 1.999 and the significance value (sig) is of 0.218 > 0.05 (a = 5%), meaning that quality has a positive and significant effect on consumer purchasing decisions at Dealer Honda Bintang Motor Bekasi while product prices have no positive and significant effect on consumer purchasing decisions.
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